Behavioural Analysis of Traditional Clothing Traders Toward E-Commerce Adoption: A Pathway to Business Sustainability

Abstract

The rapid advancement of e-commerce technologies is causing a transformation in global retail markets, which includes more established industries such as the clothing industry. This study examines the response of traditional clothing purveyors to technological advancements, specifically the implementation of e-commerce in the Makale Market of Tana Toraja, Indonesia. The research employs a survey to investigate the attitudes, obstacles, and potential adoption of online sales platforms among 55 merchants. The research indicates that 85.5% of merchants are contemplating the implementation of e-commerce. However, there are numerous significant obstacles to surmount, like people who don't know how to use technology, bad systems, and resistance to change. Three categories were identified through a cluster analysis: "Sceptical Traditionalists," "Tech-Savvy Early Adopters," and "Potential Adopters." These insights establish a basis for formulating targeted initiatives that reconcile the financial sustainability of the current market with the advancement of technological adoption. The study highlights challenges, including digital illiteracy and resistance to change, and links e-commerce adoption to sustainability goals such as waste reduction and resource efficiency. Strategies for fostering a circular economy in traditional markets are proposed to bridge economic growth and environmental stewardship. The Makale Market case study underscores the necessity of hybrid solutions that respect the cultural customs of traders, enhanced digital infrastructure, and targeted training. This research contributes to the expanding corpus of knowledge regarding the potential of e-commerce to enhance the economic viability of regions in traditional markets.